Free and spontaneous, Mimilamour jewelry is in the image of Gérard Gourdon
Audio 02:30
Gérard Gourdon, artist and creator of the Mimilamour brand © Julien Samson
By: Maria Afonso
6 min
Gold, silver, brass, semi-precious stones, pieces forgotten then diverted, the jewels imagined by Gérard Gourdon are daring.
This artist, creator of jewelry, does everything by hand in Paris with a common thread which is also his motto: "You have to say I love you".
Publicity
"
My job is to transform, to create value in everything, I have no other creative profession than Mimilamour
", admits Gérard Gourdon, creator of the Mimilamour jewelry brand.
It was the nickname I gave to my fiancée.
I called her Mimilamour.
It was not at all thoughtful that it would become the name of the brand, but Mimilamour imposed itself with tenderness and at the same time with daring too, from that day on.
Gérard Gourdon, after his baccalaureate, went to work in Australia, first as a photographer, then as artistic director and creative director in the fashion press.
Back in Paris, he opened communication and then advertising agencies.
And then again, he changes profession and becomes a restaurateur to regain contact with the material.
This desire to create does not leave him.
He begins to make jewelry.
In 2012, he founded Mimilamour.
“
I had no commercial, development or strategy stake, so I immediately decided to do as I wanted.
"
Gérard Gourdon, artist and creator of the jewelry brand Mimilamour © Maria Afonso
Become your own jewel
“
I'm not fashionable, I like this brand as an accompaniment, this jewel that allows each person to feel good, to have made a reasoned choice or to have received a relevant gift.
So that each person frees himself from the gaze of others and becomes his own jewel.
I place myself as an accompanying person who watches very humbly
”,
explains Gérard Gourdon.
mimilamour collection © Maria Afonso
Constantly reinventing
This young 55-year-old designer offers collections with salvaged, antique, re-transformed or simply updated pieces in a modern aesthetic for unique, offbeat, handmade jewelry in very small series.
“
It's a collection that is born at the same time as an image, an idea to create a model.
For me, creation is transformation, creating value, not like these artists who start from raw materials that are nothing or very little, I don't have that culture there, not those hands there either
”, tells Gérard Gourdon
"
Me, I like curating (promoting force of love) or associating things which at the beginning, perhaps, were opposed as a creative director does, when he is responsible for a newspaper
: it is the photo someone's text, someone else's text, but ultimately we make our own page,
”concludes the jewelry designer.
Mimilamour collection © Maria Afonso
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